Social Technology Benefiting Canberra

Hello Readers,

This week in my Enterprise 2.0 class we have been focusing on the benefits and value levers associated with implementing Enterprise 2.0 and in this post I would like to discuss with you my thoughts on the topic and an example (ACT Tourism) of an organisation I think has optimised on this.

In today’s ever changing and fast paced world, organisations are constantly trying to remain competitive and find effective and efficient ways to run every day activities. They are therefore having to become familiar with and take advantage of the benefits of Enterprise 2.0 on an internal and external level.

enterprise206b

Source: Geek and Poke

I personally believe that the adoption of social technologies by an organisation is imperative, not only in a competitive sense, but because consumers now have so much power that even if an organisation is not utilising these social technologies, their customers still will be. It therefore does not surprise me that as reported in the McKinsey Global Institute Report that 90% of companies who use social technologies believe they receive business benefit.

The report goes on to discuss the ten ‘levers’ where social technologies can add value to an organisation; deriving customer insights, co-creating products, leveraging social to forecast and monitor, using social to distribute business processes, deriving customer insights, using social technologies for marketing communication/ interaction, generating and fostering sales leads, social commerce, proving customer care via social technologies, using social technologies to improve intra-or-inter-organisational collaboration and communication and using social technology to match talent to tasks.

Enterprise 2.0 and Canberra

Now I know what you are thinking, Canberra and ACT Tourism are not the most exciting of organisation’s or topic to choose, and to be honest, I agree. However, I believe that ACT Tourism kept this long-held perspective in mind when they undertook an unheard of social media campaign at the end of 2012. In terms of the functional area marketing and sales, ACT Tourism launched a world-first human brochure campaign, where 500 people were selected to visit the nation’s capital to obtain their firsthand experience.

human brochure

What’s the catch you ask? No catch, other then the winners simply needing to be active social media user’s willing to tweet, instagram and update their way around Canberra sharing their experiences with their online community.

human brochure 2

The campaign focused on positive word of mouth through social media, by real people for the people, to increase the volume of “social chat” about the destination. With over 31,000 applications received, ACT Tourism estimated that the social media reach alone of this campaign was at least 4 million people, with the 500 Humans Facebook page‘s fan base growing 380% since it began.

ACT Tourism effectively created a campaign that generated many new forms of customer insights about the destination, useful for future campaigns, while marketing in a two-way dialogue fashion without having to spend too much on actual advertising and promotions.

Unfortunately I was not selected as a winner in the campaign, but enjoyed looking through the many different and varied perspectives of those who did and overall did feel compelled to want to visit Canberra to experience what others had.

Two other great campaigns that I think utilised some of these marketing and sales levers to add value through social technologies is Cadbury and the Dollar Shave Club (which is very funny), take a look at them and tell me if you agree!

That’s all from me for now, I look forward to reading your comments and suggestions.

References:

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7 thoughts on “Social Technology Benefiting Canberra

  1. Hi Brittany,
    Nice blog post! ACT tourism seems to have very effectively utilised these social technologies to market their product to consumers. The inclusion of a potential reward for getting involved also adds an extra piece of incentive for people to get involved, and ultimately gets the word out – ‘Come To Canberra!’.

    You made note of the Dollar Shave Club’s marketing strategy of being very forthcoming (read: in your face) in making their brand known. Do you think there is such a thing as going too far?

    • Hi there. Thank you for the nice feedback! I think that the reward at the end of the campaign for 500 human’s was definitely a huge incentive for me to apply and get involved.
      I think that there definitely is a thing as going too far when it comes to marketing strategies, the Dollar Shave Club was very smart in who they were marketing to though (younger males) who would find this type of ‘in your face’ advertising appealing and funny. What do you think?
      I look forward to reading your blog. Thanks again.

  2. Hi Brittany, good example. So ACT tourism sort of crowd sourced promoting the nations capital after awarding the prize to people? My tip to you about your blog site is the same as what the markers of this subject said to me when I did Web 2.0. Within your blog and blog site include Tagging & perhaps have some RSS feeds of your favourite sites on the left or right menu bar to jazz it up a little.

    • Hey there. I really appreciate those tips, especially knowing from a previous marking point of view for a similar subject. I am going to look into adding an RSS feed, that’s a great idea. I look forward to reading your blog. Thanks again.

  3. Hi Brittany
    Again, nice post! I really like your case example and think ACT maybe shifted the paradigm – having the visitors evaluating the destination. I guess I have heard about it before in terms user experienced evaluation of restaurants or private forums discussing where to go for your next holiday. I have, however, never heard of any tourism company utilizing this approach and at the same time saving thousands of dollars – but I think it sounds like a cool initiative and as a job well done!
    So thanks for a good read and also – cute cartoon!
    Cheers, Lise

  4. Pingback: Benefits and value associated with implementing Enterprise 2.0 using the Social Technology value levers published by McKinsey Global Institute, 2012. | tom scott

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